1. Service Recovery Research Insights and Practices 報告人：陳禹諾 授課老師：任維廉老師

2. Introduction of myself 1

3. Some firms treated service recovery as an investment and deploy considerable resources in programs and assets to improve recovery efforts. Service recovery Customer satisfaction Customer loyalty Abstract 2

4. Outline 3  Definition  Explore the association between service recovery and customer and employee satisfaction and loyalty.  An examination of how customers evaluate responses to complaints  How can firms take to improve those evaluations  How firms can learn from service failure.

5. Complaint handling? Defining service recovery 4 identifies service failures effectively resolves customer problems classifies their root causes yields data The process:

6.  Only very effective service recovery will lead to enhanced customer satisfaction and loyalty.  Customer loyalty drives profitability ! loyalty customeremployee Internal service recovery Service recovery, satisfaction, and loyalty 5

7. A necessary condition for service recovery is identifying when failure occur. Consumer responses to service failures(1/2) 6 The key service recovery insights of CCB research are that a high percentage of dissatisfied customers do not complain and that several barriers help explain this behavior. Investigations into consumer responses to failure are informative regarding some of the challenges associated with recovery.

8. Convey an expression of dissatisfaction or not. The response taken is public or private. redress seeking personal boycotting complaining voice response third-party private responses Passives, Voicers IratesActivists Consumer responses to service failures(2/2) 7 Day (1984): complaint behavior Singh (1988) Singh (1990): consumer dissatisfaction response styles Classification by Day and Landon (1977)

9. Utilizing Technology: To improve overall customer service and to lower the cost and increase the responsiveness of the recovery process, many firms have introduced toll-free telephone call centers. Identifying service failures 8 Setting Performance Standard: One reason customers choose not to complain about service failures is that they have unclear expectations for performance and, therefore, are not really sure themselves when a services has failed. Training Customers in Complaining: Another barrier to complaining is customers being unclear about how to go about the process.

10. Distributive Justice: The allocation of benefits and costs. Responding to service failures 9 Distributive Justice Procedural Justice Interactional Justice Interactional Justice: Interactional Justice concerns the behavior of firm representatives during the complaint process. Procedural Justice: Procedural fairness concerns the polices and rules that form the complaint process.

11. Human Resource Management Practices: It is clear that successful service recovery is often highly influenced by the effectiveness of the front-line employee who receives the complaints. Strategies for recovering successfully 10 Customer and Product Databases: Using database in conjunction with call centers and websites helps firms achieve fairness goal. Providing Easy Access and Effective Responses: 1. the hours of operation (24 hours a day, 365 day a year) 2. up-to-date customer and product information. Establishing Guidelines and Standards: Developing guidelines for service recovery that focus on achieving fairness and satisfaction represents a direct approach to improving performance.

12. Classification of Service Failure: classifying failure is a key link to understanding both how specific customer problems can be resolved and what process improvements need to be made. Customer Action Request Form  Whether the problem primarily concerned process, people, product, or policy.  The problem is coded as primarily involving one of seven factors: attitude, communication, training, ethics, human error, technical, or invoice.  Business area. Learning from failure(1/2) 11

13. Integrating Recovery and Other Intelligence Data: Complaint data are best deployed in conjunction with other intelligence gathering techniques to determine the importance and pervasiveness of a problem and identify areas for service improvement. Delta HotelsFord Learning from failure(2/2) 12 Disseminating the Data:

14. Service recovery is a complex process that can, when done effectively, contribute to customer and employee satisfaction both at the service encounter level and in the development of long-term commitment. Service design Investment decisions Performance Customer and employee satisfaction Firm profitability Improve Conclusion 13

15. Thank you !